Launch Book Notes - private

Pre-pre Launch: Build anticipation with existing subscribers: We've got this idea to put our Happy Hacks into a video. They aren't a secret but most people don't use them, remember them . . . It works really well. Before we create the videos we want to make sure we cover it in the way it makes sense. Help us out and tell us . . . .
PreLaunch - 3 pieces of high-value content (period of 5-12 days (video/emails PDF's). Product pitch - either gives more pleasure or reduces pain. Tell them the story and offer "transformation"
Open Cart - We're open, you can finally buy now (24 hours to 7 days)
Post-Launch - follow up and set up for next launch)

How to Communicate: STORIES -

Mental triggers: scarcity, authority figure, community (combine and layer them)

Product pitch - either gives more pleasure or reduces pain. Tell them the story and offer "transformation

E-mail list is THE strategy and must build RELATIONSHIPS so people think they know you.

opt-in form on site

use social media to build list

send content based freebies or bonuses to those who answer or buy

list building blueprint http://thelaunch.com/list

give thank-you, something of value (freebie) if they subscribe

People's mental triggers:

AUTHORITY (we are psychotherapists)
RECIPROCITY (let people help you create the product - name it, choose the image. give something for free there's a sense of needing to give back)
TRUST (Build it through time. Deliver VALUE))
ANTICIPATION (related to scarcity - triggers of a sign-up/buy date)
LIKABILITY (do likable things)
EVENTS & RITUAL (turn your marketing into an event)
COMMUNITY (Facebook groups etc)
SCARCITY ( or perception thereof)
SOCIAL PROOF (see others taking action)

Chapter 8

Launch is "open cart day"-open shopping cart & start taking orders

(Product pitch - either gives more pleasure or reduces pain. Tell them the story and offer "transformation)

Short e-mail with links to sign-up/buy.

P.S. is the most read. Use P.S. for scarcity. "We don't expect to sell out immediately. However if you want one of the spots , please don't delay because they will go fast"

Keep cart open 5-7 days

Send e-mail out on Last day to create scarcity: 1. The price goes up. 2. Bonus offer is removed. 3. Offer goes away.

Post Launch: follow-up e-mails send out bonus as thank-you. Something extra

Chapter 9 - SEED launch - Don't have offering yet but use for learning or knowledge not a material product

Not enough people signing up - invite friends & colleagues for free to pad it

ask what do they need to know, unanswered questions, what wasn't clear

Audio/video record everything and have it transcribed. This can be turned into a book or material for the next offer

Chapter 10 - The Joint Venture Launch. Reciprocity with others to announce on their sites

Chapter 11 - Live video launches vs e-mail launches

deliver content but turn it into a "show". Even if there are NO viewers it gives you practice

Replays for those who didn't attend-give them full control to forward, speed up etc

Chapter 12 - Social Media (E-mail is safest since you "own" it. Social Media changes constantly)

Know the hopes, dreams, fears & frustration of your target audience

Create products that people want to buy not what you want to sell.

Publish content regularly and get feedback

pre launch-not sales pitch just share your journey (talk about challenges trials and tribulations excitement of creating something new). People like feeling they are connected

leverage facebook groups - live broadcast directly on facebook

Chapter 13- paid traffic short cut to bigger audience

chapter 14 - Creating from scratch

Do 3-4 live free webinars where you give away most of your information. Offer a paid for extra bonuses and content people can buy

Sell e-books

PRE-launch content must be HIGH VALUE - OVER DELIVER ON PROMISES

15 times easier to sell to someone a second time than a new person.

Chapter 15 - Creating a business you love

Identify the people you want to target that you like/admire etc. You don't have to start with a big mailing list. Start with people who already know you.